We equip you to get noticed. Get differentiated. Simplify complex sales. Shorten long purchase cycles. And get more efficient and effective at all of it. We do this in five B2B marketplaces where this is most challenging.
What’s common to these four industries are high-value, high-stakes, complex products with multiple decision-makers and complex decision paths.
But that’s just what we like. (We were those annoying kids in class who always did the extra credit problems).
In the past few years “buyer personas” have become a standard marketing tool or concept. Unfortunately for many, they have become another “box to check” on the ever-growing list of things marketers must do… often without much to show for the effort. So… are personas a real asset to marketers or just another faux marketing fad?read more
There are some things in life that you know how they will end even before they begin. The movie Casablanca is a classic example. You know from the start of the movie WHERE the story is going. You just don’t know HOW. And the HOW is what made it a classic. A case study...read more
In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does qualitative research play in b2b prospect intelligence? Isn’t that ‘old thinking’?” Somewhat in my face, and a tad confrontational, but a good question. To answer...read more
The Persona at the End of the Line Like most marketers, you’ve got “personas” on your “to do” list. You can’t be a self-respecting marketer these days without creating them. We all have seen the presentations of these B2B or B2C customer types in human form, from...read more
While conducting Net Promoter Score (NPS) research for a b2b technology client we asked the president of an operating division of a large multinational the following, “you gave our client the highest NPS score, what is the greatest benefit you get from them?” The answer, “our salesman”.read more
Some B2B websites are treasure troves of great content just stacked to the ceiling. And the librarians need not implore visitors to whisper… because there are so few visitors anyway.
What does it take to get your website humming like a cocktail party?
Many b2b prospects have expressed that unfocused marketing communications are noxious – clogging the air and littering the landscape, substituting quantity for quality, volume and weight for insight. Surely, if our message is everywhere, and if we speak loudly, our prospects will flock to our door. Sure – ask the people of Mexico City or Beijing, how’s that breathing thing coming along. Ask them about the view.
I think marketing is doing way too much talking.read more
Let’s just say you landed a job as the new CMO at a really great growth company. And not just ANY company. You just snagged a role at a really hot start-up. Pre-IPO stock options. In-house chef. The works.
But wait – there’s more! Your product (or service) is not an “also-ran” entry in an undifferentiated commodity market with nothing to talk about. No, you’re marketing a true leading-edge product with demonstrable superiority. A product (or service), they say, that practically “sells itself”. You nailed it!read more
A Different Way to Work in a Different World
The traditional consulting model simply isn’t working for many medium-sized businesses. Traditional consulting services can be expensive, opportunistic, and somewhat out of touch.
Lately we’ve been experimenting with a different model. We call it marketing coaching.read more
This is the third in a 3 part series on how you can make your website a lot smarter, and work a lot harder.
Three Critical Success Factors
I can’t give you the dissertation on smarter websites, but I can share these the three critical components of smart websites:
The Prospect to Product Connection
Metrics that Matter
We’ve covered CSF 1 last week, here are 2 and 3.